SpongeBob SquarePants in revamp of Pearl & Dean ident

LONDON - Nickelodeon UK will later today launch a SpongeBob SquarePants version of the iconic Pearl & Dean Cinema cinema ident.

The cartoon spot features the cult TV character boisterously singing the famous melody.

It was directed by Oli Hyatt and Jane Laffey from Nickelodeon's in-house creative team, alongside creative house Blue-zoo.

Kathryn Jacob, CEO at Pearl & Dean said: "We have a reputation for innovation and this ident will introduce yet more people to the iconic Pearl & Dean theme.

"?The promotion is scheduled to appear in all Vue Cinemas nationwide before Chronicles of Narnia, WALL-E, High School Musical 3 and Harry Potter.